Warning: Social Media + Beer Causes Euphoria And Evangelism

Warning: Social Media + Beer Causes Euphoria And Evangelism. Often, I work with consumer-facing e-commerce and entertainment companies that do omni-channel marketing and social media is only one part of a large media/marketing mix, so when I was introduced to the local craft brewing scene in Bend, Oregon (the place with the highest job growth in the country) and discovered these small businesses going all in on social, I started digging in. Just like you, my immediate questions are how are they accomplishing this? Because I am willing to unabashedly wield my publishing status for an in-road to talk to people at companies producing my favorite products, I reached out to Crux Fermentation Project, the producer of the ridiculously delicious Crux Pilsner. Did you know there are 26 craft breweries in Bend? And then I’m going to go out on a ledge and guess you also don’t know that the reason the beer is so good in Bend is, get this -- it's the water! Apparently, the water is better than the great majority of bottled water. He said, “when people buy a good beer, they do it for 40% functional benefit and 60% emotional benefit”. Beer is a social experience. According to researchers Freeman, Spenner, and Bird: “Of the consumers in our study who said they have a brand relationship, 64% cited shared values as the primary reason.” And as a brand, once you’re in the relationship stage, you are in the zone to cruise on into loyalty and ultimately, evangelism, just like these craft breweries are doing.

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crux-fermentation-project

For craft brewers, social media is turning out to be the perfect tool — and for some beloved beer brands, it’s the only tool they’re using to build their businesses. While this may come as a surprise to traditional marketers, when it comes to companies started in the 21st century (and those aggressively making the digital transformation), I’m seeing this more and more.

Often, I work with consumer-facing e-commerce and entertainment companies that do omni-channel marketing and social media is only one part of a large media/marketing mix, so when I was introduced to the local craft brewing scene in Bend, Oregon (the place with the highest job growth in the country) and discovered these small businesses going all in on social, I started digging in. I noticed something striking: they are almost effortlessly, intuitively tapping into something every brand needs: Evangelism.

Just like you, my immediate questions are how are they accomplishing this? And then, can we bottle it, too?

Because I am willing to unabashedly wield my publishing status for an in-road to talk to people at companies producing my favorite products, I reached out to Crux Fermentation Project, the producer of the ridiculously delicious Crux Pilsner. To my delight, I received an almost instant reply from co-founder…

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